Starting Jan 27 to 31 during Super Bowl weekend, the “Everything’s Better with Bigs” campaign will include live reads, 60-second advertisements and social media contests, according to the company.

The initiative will continue through the spring and will include a contest offering consumers the chance to win a trip to Los Angeles to visit the Fox Sports Radio studio, see a broadcast of “Jay Mohr Sports” and receive VIP treatment at one of Mohr’s comedy shows, Thanasi reports.